Britvic’s attack on the French in its 90-second Blackcurrant Tango ad
has been blasted by Edward McMillan-Scott, a Tory member of the European
Parliament, as jingoistic.
The ad, featuring a Tango spokesman, Ray Gardner, stripped to the waist
in boxing shorts yelling ‘Come on French. Come on world!’ dominated last
weekend’s ad breaks. (Marketing, October 3).
The ad is themed around a letter from a French exchange student,
Sebastian Lois, who says he did not enjoy the drink’s flavour. Gardner
responds by branding him, ‘all hair gel and fancy loafers’ before
challenging France, Europe and the world to a boxing match by the White
Cliffs of Dover.
McMillan-Scott, Conservative MEP for North Yorkshire, said he fails to
see its humour. In a statement he said the ad was ‘symptomatic of the
attitude to Europe encouraged by Britain’s yellow press. It smells of
David Atter, Britvic’s marketing manager for Tango, said: ‘In no way did
we wish to offend anybody. As a company we are not anti-Europe and we
would not want to do anything to upset our cousins.’